While your marketing plan may have been altered by the pandemic, it shouldn’t be ignored. Now is the time to let your brand shine, focusing on your commitment to helping your community get through this. No matter where you stand today, it’s important to remain in the game with current messaging, even if that means a reduced budget and adjusted strategy. The following are best practices to consider altering your approach during these uncertain times.
Patient Outreach
This is by far the most important aspect you should be focusing on now. There are endless topics to discuss with your current patients. Keep them informed of office changes, safety protocols, available services as well as helpful information about communicating better while staying home. Give them a call, post regularly to social media, email them and keep your website updated. Letting your patients know you are available to them is an appreciated gesture that goes a long way toward showing your dedication and customer service. Even if they do not require services now, by reaching out, you will stay top of mind when they do.
Direct Mail Campaigns
At this time, we recommend delaying any scheduled direct mail campaigns that are intended to get new patients into your practice. While you should continue branding your practice in other print and digital advertising outlets, direct mail typically costs more for the return, and you may come across as being insensitive to the current situation.
Advertising (Newspaper, TV, Radio, Outdoor)
If you are contractually committed to newspaper ads, TV or radio spots, consider altering your message to focus on the value you can bring to patients during these challenging times. Most publications and media groups understand your concerns and are allowing customers to modify their monthly spending and/or message. If your commercial was produced by a local station, ask them if they will produce a revised spot at no charge. Share the services you are currently offering, how you’re keeping patients safe and helpful tips for the hard of hearing community.
Physician and Community Outreach
Reach out to your referral sources to let them know what services you are currently providing. Have you implemented telehealth? Are you able to help others in the community whose hearing provider is temporarily closed? Create a list of topics you can talk to them about.
This is also a perfect time to refresh your referring relationships. We know a patient referred by another provider is twice as likely to follow through with booking an appointment. And best of all, physician referral generation costs a fraction of other marketing activities, so it is tailor-made for a time when cash may be tight. Fuel Medical has a complete step-by-step program to help you get started that includes ideas for supporting collateral. Please contact your Regional Manager for the information.
Virtual Events
Consider hosting a virtual event on Facebook or Instagram Live. You could show patients how ALDs can help them hear better in certain situations while they are spending so much time at home in front of the TV and talking on the phone. This is an opportunity to generate revenue when you may be limited on selling new hearing devices. Be sure to end the segment with information on how people can order an ALD if they are interested.
You can promote the event to current patients through phone calls, email and social media. You may also want to schedule a paid social media campaign, which allows you to reach a targeted audience at a low cost.
